NAP stands for Name, Address, Phone number. It sounds boring – and it is. But inconsistent business details across the web are one of the most common reasons local businesses don't show up as well as they should on Google.
NAP consistency sounds dull, but it works.
Why it matters
Google checks information about your business from many sources: your website, your Google Business Profile, directories like Gelbe Seiten or Yelp, social media profiles and industry sites. When the details match, Google trusts them. When they don't, it gets unsure – and unsure means lower visibility.
Typical problems
- An old address still listed after you moved.
- Different phone numbers: mobile on one site, landline on another.
- Name variations: "Müller GmbH", "Mueller Berlin", "Müller Handwerk".
- Different spellings of the street: "Str." vs "Straße".
- Duplicate listings created years ago by someone else.
How to fix it in four steps
- Decide on one official version of your name, address and phone number – and write it down.
- Update your website (footer, contact page, Impressum) and your Google profile first.
- Search for your business name and phone number on Google to find other listings.
- Update or claim each listing, starting with the biggest directories and the ones relevant to your industry.
Keep it up to date
Whenever something changes – a new phone number, a move, a new business name – update all your listings, not just your website. Keep a simple list of where you're listed so you don't miss any.
Part of a bigger picture
NAP consistency is one of the foundations of local search, alongside a strong Google Business Profile and good reviews. It won't make you number one by itself, but without it everything else works less well.
Your website's Impressum is a great place to publish your official NAP, and consistent details also support your district pages. Google lists accurate business information as a key factor in its local ranking tips.
Don't have time to track down old listings? It's part of our Local SEO package. Ask us for a free check.
Check your NAP consistency in one hour
Search your business name on Google. Open every listing you find. Compare the name, address and phone. Fix any that differ. Keep a list of where you are listed. Good NAP consistency helps Google trust you. Want us to do it? See our local SEO service.
Need a hand? FrankBerlin builds smart websites in Berlin – fast, multilingual and Google-ready.
